ANA ALLIANCE FOR FAMILY ENTERTAINMENT NAMES CO-CHAIR

Walmart executive to co-chair influential advertiser group that will shape the future of family content

New
York, NY – (Oct. 27, 2009) – The ANA (Association of National Advertisers)
Alliance for Family Entertainment announced today the appointment of Ben Simon,
director of Walmart Brand Marketing, as co-chair of the ANA Alliance. Simon replaces Carole Millsaps, formerly of FedEx Services,
who resigned her co-chair position when she left the company earlier this
year. Simon joins current AFE chairman
Pat Gentile, general manager of Procter & Gamble Productions, in leading
the Alliance.

The Alliance for Family
Entertainment is a group of nearly 40 national advertisers, supported by the
Association of National Advertisers, representing approximately 30 percent of
all U.S.
television advertising dollars. Its
mission is to find, nurture, develop and support high-quality family content on
multiple distribution platforms.

The
co-chairs steer the Alliance,
which is a key committee of the ANA, to determine the priorities for the
group. Highlights of 2009 initiatives
includes:

Events: In June the ANA Alliance hosted its 5th
annual entertainment symposium for marketers, writers, producers, content developers,
entertainment executives and marketers.
Participants met in Los Angeles
to discuss the business efficacy and need for quality, family- friendly
content.

Research: The ANA Alliance released proprietary
research which quantified that the context of programming has a significant
impact on viewers' perceptions of advertising.
Ad effectiveness increased 30 percent between placements on a
family-oriented show versus placement on an adult-oriented show.

Content
Development: The group entered its first
content partnership, teaming with Humanitas, the Hollywood organization that
annually honors excellence in film and television writing by awarding its
prestigious Humanitas Prize. The fund
will be utilized to develop classic stories that uplift and entertain
audiences, while inspiring and uniting humanity. Since the announcement,
three concepts have been selected and sent to marketers to approve for
development.

“I am delighted to have Ben join me to co-chair
ANA Alliance activities,” said Gentile, AFE chairman. “The Alliance
is dedicated to improving the lives of families by working to influence and
create more family-oriented entertainment across multiple platforms. We have made
significant strides since expanding the role of the organization in 2008 and
are pleased to have Ben join the leadership to further advance our mission.”

“I
am honored to be given the opportunity to have an increased voice in this group
on behalf of Walmart,” said Simon.
“Families, especially moms, play a key role in the future of
entertainment. We recognize that her
entertainment needs are not being met and are taking a lead role, working with
network partners and content providers, to ensure a greater number of options
exist in the marketplace. Serving moms
and families in this way is part of our commitment to help our customers save
money and live better.”

The
ANA Alliance began (as the Family Friendly Programming Forum) more than a
decade ago in 1998, when seven advertisers united to find solutions to the lack
of primetime TV with multi-generational appeal.
Members knew
that relevant, quality programming that depicted the complex life of the
changing American family and embodied responsible resolution to issues
effectively spoke to their consumers. The group has played a role in bringing 20+ family primetime
programs to air, including Friday Night Lights, Chuck, Everybody Hates
Chris, 8 Simple Rules and Gilmore Girls. To ensure the
success of future writers, the group has worked with several universities and
granted students 58 scholarships. To
continuously engage the entertainment community, the ANA Alliance has hosted
five symposiums to keep a current dialogue about the importance of family
entertainment in the evolving media landscape.

In 2008 the Forum expanded its mission and
rebranded as the ANA Alliance for Family Entertainment to reflect the
transforming media industry and changes in American homes. The power of the collective group is
committed to ensuring there are programming choices on broadcast/cable
networks, Internet, mobile devices and gaming platforms, wherever consumers
look for family entertainment.

Founded in
1910, the ANA (Association of National Advertisers) leads the marketing
community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 350+ companies with
9,000 brands that collectively spend over $250 billion in marketing
communications and advertising. The ANA
strives to communicate marketing best practices, lead industry initiatives,
influence industry practices, manage industry affairs, and advance, promote,
and protect all advertisers and marketers.
For more information, visit www.ana.net.

The Alliance for Family Entertainment is a group of nearly 40
national advertisers, supported by the Association of National Advertisers
(ANA), representing approximately 30% of all U.S. television advertising
dollars. Its mission is to find,
nurture, develop and support high quality content the entire family can enjoy
on multiple distribution platforms.
Since its inception (as the Family Friendly Programming Forum) more than
a decade ago, the group has played a role in bringing 20+ family primetime
programs to air, including Friday Night Lights, Chuck, Everybody
Hates Chris, 8 Simple Rules and Gilmore Girls. The group has
hosted five symposiums to keep a dialogue with the entertainment community and
granted 58 scholarships to ensure that future content developers and writers
understand marketers’ commitment to family entertainment. For more, visit www.anaafe.com.